{"id":13189,"date":"2025-08-05T10:54:57","date_gmt":"2025-08-05T08:54:57","guid":{"rendered":"https:\/\/intelligence.rs\/jaguar-campaign-not-all-publicity-is-good-miljan-premovic-writes-for-forbes\/"},"modified":"2025-08-05T10:54:57","modified_gmt":"2025-08-05T08:54:57","slug":"jaguar-campaign-not-all-publicity-is-good-miljan-premovic-writes-for-forbes","status":"publish","type":"post","link":"https:\/\/intelligence.rs\/en\/jaguar-campaign-not-all-publicity-is-good-miljan-premovic-writes-for-forbes\/","title":{"rendered":"Jaguar Campaign &#8211; Not all publicity is good; Miljan Premovi\u0107 writes for Forbes"},"content":{"rendered":"<p data-start=\"103\" data-end=\"531\">In an era where consumer attention spans are measured in seconds, brands are increasingly looking for ways to break out of the mold. But what happens when they break out of <em data-start=\"237\" data-end=\"245\">their<\/em> foundations? <\/p>\n<p data-start=\"103\" data-end=\"531\">Jaguar, once synonymous with British luxury, the essence of performance and design elegance, attempted to redefine its own identity with the &#8220;Copy Nothing&#8221; campaign. The new slogan, tone of communication and visual language completely distanced itself from the brand&#8217;s heritage &#8211; and the consequences were swift. <\/p>\n<p data-start=\"533\" data-end=\"905\">Sales in Europe fell by as much as <strong data-start=\"562\" data-end=\"571\">97.5%<\/strong> , and the brand faced ridicule on social media and disappointment from loyal customers. In an analysis published in <em data-start=\"669\" data-end=\"683\">Forbes Serbia<\/em> , our director and founder explains why \u201cplaying with the brand code\u201d without a foundation in real audience perceptions is extremely risky, and why <strong data-start=\"819\" data-end=\"904\">authenticity and continuity remain essential in the communication of every serious brand<\/strong> . <\/p>\n<p data-start=\"907\" data-end=\"1117\">\ud83d\udc49 Read the full article: <a class=\"\" href=\"https:\/\/forbes.n1info.rs\/biznis\/nije-svaki-publicitet-dobar-za-kompaniju-jaguar-copy-nothing-ili-kako-sebi-kopati-jamu\/\" target=\"_new\" rel=\"noopener\" data-start=\"933\" data-end=\"1117\">Not all publicity is good \u2013 Jaguar and the &#8220;Copy Nothing&#8221; campaign<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an era where consumer attention spans are measured in seconds, brands are increasingly looking for ways to break out of the mold. But what happens when they break out of their foundations? Jaguar, once synonymous with British luxury, the essence of performance and design elegance, attempted to redefine its own identity with the &#8220;Copy<\/p>\n","protected":false},"author":6,"featured_media":12477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211],"tags":[],"class_list":["post-13189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-news-intelligence"],"_links":{"self":[{"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/posts\/13189","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/comments?post=13189"}],"version-history":[{"count":0,"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/posts\/13189\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/media\/12477"}],"wp:attachment":[{"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/media?parent=13189"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/categories?post=13189"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/intelligence.rs\/en\/wp-json\/wp\/v2\/tags?post=13189"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}